但是随着房价的飞涨,土地资源越来越紧缺,房地产行业的供需矛盾越来越紧
张,国家随即出台了一系列调控措施,房地产行业进入一个新的格局。淮南滨
湖新城的幵发建设也要及时调整战略适应新的形势,才能在未来竞争激烈的市
场中占据主导地位。

本文从目前国内的房地产发展情况开始分析,从国家政策、经济因素、社
会因素等方面阐述了当前国内的宏观市场情况,总结了房地产业的发展特点。

又对淮南市房地产发展情况做了简要分析。借助波特的五力分析模型,从行业
现有竞争者、潜在进入者、替代品威胁、供应商议价能力和购买者议价能力的
角度分别枚举出作为区域市场的滨湖新城拥有良好的发展潜力,有巨大的增值
空间。

文章运用SWOT分析方法,全面分析了滨湖新城开发建设的优势、劣势、
机遇和挑战,认为:滨湖新城拥有良好的区位优势和政府的政策倾斜,同时高
铁经济助推该区域的发展,但是不容小觑的是,淮南市房地产行业的发展已经
较为成熟,山南新城也正在全力建设,越来越多的房企涌入淮南市场。

通过以上分析,得出滨湖新城的建设必须要转变发展战略,提出了自己的
看法和建议,认为主要应该从以下几个方面进行:首先坚持差异化战略。差异
化发展是在如此激烈的竞争氛围中制胜的重要法宝。通过设计的创造性、注重
质量、营销的独特性三个层面来竖持差异化原则,保持强大的竞争力,获得更
大的发展。其次坚持资本化战略。房地产行业的发展特点决定了房地产企业在
投资运营项目中都存在资金链容易断裂的现象,因此在滨湖新城的幵发中,釆
取了BT模式开发建设,不仅能够转移风险,同时也更好的进行了资源优化配置,
带来更多的经济效益。再次,坚持信息化战略。将企业在运营活动中所做的工
作通过一套完善的信息系统得以优化改善,提高了企业的工作效率,避免了信
息孤岛化的现象,用有限的人力、物力创造出更大的价值。最后,坚持品牌化
淮丨对滨湖新城房地产发展战略研究
战略。品牌包括两个含义。一个是房地产企业的品牌,一个是房地产项目的品
牌。房地产企业的品牌也是一种企业文化,品牌具有凝聚力,提高了员工的工
作积极性和责任感。项目的品牌能够增加消费者的忠诚度,但企业树立品牌思
想应该坚持长期性原则。这些战略改进的措施也可以给类似的企业开发项目提
供一定的参考价值。

关键词:滨湖新城;房地产;发展战略
Abstract
In recent years,in the requirement of people,the real estate industry is under
rigid vigorous development, everyone thinks that the real estate industry has a huge
profit space, so more and more enterprises get into real estate industry, as the
enterprise has drastically increased. But as the house prices soaring, land resource is
more and more in short supply, the real estate industry, the contradiction between
supply and demand more and more nervous, the country immediately issued a series
of measures, the real estate industry into a new pattern. The development of the new
town of huainan demonstrating to the construction adjust strategy to adapt to the new
situation, to the future a competitive market dominant.
This article from the current domestic real estate development began to analysis,
from the national policy,economic factor, social factor, this paper describes the
current domestic macro market, this paper sums up the characteristics of the
development of real estate. Huainan city real estate development and make a brief
analysis. The five competitive forces model with potter analysis, current competitors
from industry, potential entrants, substitute threat, bargaining power suppliers and
buyers bargaining power of angles and the regional market as are the good
development of new binhu have potential, with the great value of the space.
The article applies the SWOT analysis method, the comprehensive analysis of
the construction of the new binhu development strengths, weaknesses, opportunities
and challenges, think: new binhu have good location advantage and the policy of the
government tilt, and high economic boost the area of iron, but the formidable is, the
real estate industry has been the development of huainan city more mature, form the
new town is also to construction, more and more into the room of enterprises of
huainan market.Through the above analysis, draw the binhu the construction of new
towns must be transformed development strategy, and puts forward ideas and
Suggestions, think that the primary should from the following several aspects: first
adhere to the difference strategy. Different development is in such a fierce
competition in winning an important weapon for the atmosphere. Through the design
of the creative, pay attention to quality,the marketing the uniqueness of the three
aspects of adhere to the difference principle, to maintain a strong competitive power,
in get further development. Next to the capitalization strategy. The real estate industry
the development characteristic of the estate enterprise investment decision in
operations there is easy to be broken capital chain of the phenomenon, so in the
development of new binhu, take the BT pattern development construction, not only
can the transfer of risk, and better the resource allocation optimization and bring
more economic benefits. Again, adhere to the informatization strategy. Will be in
operation activities of enterprise work through a set of perfect information to
optimize system, improve the work efficiency of the enterprise, to avoid the
information island of the phenomenon, with the limited manpower and material
resources to create more value. Finally, adhere to the brand strategy. Brand including
two meanings. One is the real estate enterprise brand, a real estate project is the
brand. Real estate enterprise brand is also a kind of enterprise culture, brand has a
cohesive force, improve the staffs working enthusiasm and sense of responsibility.
The project can increase the consumer brand loyalty, but the enterprise set up brand
thought should stick to the principle of long-term. These strategic improvement
measures can also give similar enterprise development project to provide certain
reference value.
Keywords: binhu new city ; real estate industry; Strategy development
第一章绪论
一、研究背景和意义
(一)研究背景
近几年,房地产行业发展迅猛。从经济改革开放的萌芽发展到现在的蓬勃
发展,如今房地产行业越來越多的受到人们的关注。但是随着国家宏观调控的
进一步加紧,房地产开发企业的生存变得尤为严峻。在如此情况下,企业只有
确定正确的发展模式,培育自身的核心竞争力,通过对自身的经营发展战略进
行调整,即将企业的主要宗旨、目标、政策和行动按次序结合为一个有内聚力
的整体作用在企业的发展目标上,这样才能在房地产行业寒冬的形势下,保持
企业持续、稳定、健康发展,在多变的市场环境中取得主动权,获得企业的利
润最大化,让企业真正实现战略层次的发展。

随着合淮蛛同城化的加速,淮南市提出了南进东扩的发展战略。而淮南农
场东接畔掉,新建成的京福高铁淮南站,合徐高速等也近在境内。因此,农垦
集团的淮南农场被淮南市政府列入东部滨湖新城的规划范围,东部滨湖新城规
划面积26平方公里,农场占15平方公里。由农垦集团和淮南市政府共同投资建
立的淮南垦区投资建设幵发集团有限公司(淮南垦投公司)作为东部滨湖新城
的开发主体,于2009年7月28日成立,双方股东(各占50%)为淮南市人民政府
和安徽省农垦集团公司。双方在合作协议约定垦投公司为东部滨湖新城幵发建
设主体,并责成其配合规划、负责项目申报、招商投资和建设开发。由垦投公
司负责滨湖新城幵发建设招商引资、发布招标投标公告、签订开发建设合同,
做好项目监管和移交。垦投公司在政策的支持下,以项目支撑,快速激活、启
动东部滨湖新城幵发建设,并拓展至淮南东部滨湖新城约25平方公里。自双方
作开发以来,双方领导高度重视,先后两次召开高层对接会,双方有关部门通
力协作,合作开发工作取得了显著成果。“一区一场三路”(经济开发区东扩新
区、高铁广场,朝阳东路、站前路、环湖路)等基础设施陆续开工建成,高铁
通车,朝阳东路打通,陕汽重卡等多家知名企业相继入园,经济开发区成功升